How frugal innovation and inclusive business are linked to tackle low-income markets

Lange, Anne; Hüsig, Stefan; Albert, Martin

doi:10.1080/00472778.2021.1924380

Cited by 16 publications

(8 citation statements)

References 47 publications

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“…Success in BoP markets can be achieved by adopting relevant business models that serve the unique nature of these markets. Factors like adaptation to business models (Howell et al., 2018; Kistruck et al., 2011; Lange et al., 2021) proximity (Mason & Chakrabarti, 2017) find mention in the literature in this regard. In addition, Kistruck et al.…”

Section: Findings and Discussionmentioning

confidence: 99%

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Marketing at the bottom of the pyramid: Literature review and future research agenda

Vishnoi¹,

Bhardwaj

Vohra³

2022

Int J Consumer Studies

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In the early 2000s, Prahalad and Hart presented the possibility of serving the poor profitably and alleviating poverty. They introduced the concept of BoP (Bottom/Base of the Pyramid). Recent scholarly work also justifies that BoP is a significant market, and it deserves attention from profit‐oriented businesses. An analysis of the existing BoP literature in the marketing domain reveals that the literature is scattered without a classification of themes, which can help researchers to understand the breadth of the area and depth of coverage in each of them. Intending to bridge this gap, this study synthesizes research on marketing in the context of BoP. The review uses a structured literature review method and classifies the various marketing studies on the BoP into relevant themes. This analysis of 88 articles published from 2000 to 2021 (October) includes a thematic literature review. It presents a comprehensive view of marketing literature on BoP, classifying it into five main themes: Conceptualizing Poverty, Market Assessment, Marketing Strategy, Consumer Behavior, and Role of Technology. The study also identifies major thrust areas within each of these themes. It concludes by offering suggestions for further research on the identified thrust areas, geographical contexts, and methodologies adopted. The study also assimilates insightful theoretical and practical implications.

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Section: Findings and Discussionmentioning

confidence: 99%

“…Factors like adaptation to business models (Howell et al, 2018;Kistruck et al, 2011;Lange et al, 2021) proximity (Mason & Chakrabarti, 2017) find mention in the literature in this regard. In addition, Kistruck et al (2011) mention micro franchising as a scaling method for the BoP market.…”

Section: Theme 3: Marketing Strategymentioning

confidence: 99%

Marketing at the bottom of the pyramid: Literature review and future research agenda

Vishnoi¹,

Bhardwaj

Vohra³

2022

Int J Consumer Studies

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“…Although we theorize that social entrepreneurs often rely on institutional signals to guide their behavior, we recognize and accommodate for the fact that social entrepreneurs may also leverage market signals when available. For example, Lange et al (2021) illustrate how entrepreneurs may innovate products and employ business models designed to tap the unmet demand and excess labor supply found in some of the world's poorest regions. In such a case social entrepreneurs recognize an underserved market and launch ventures to tap that market which has the benefit of creating social returns.…”

Section: Discussionmentioning

confidence: 99%

Social Entrepreneurship as a Mechanism to Correct Institutional Shortcomings

Muldoon

Solomon

Stewart

et al. 2022

Journal of Small Business Strategy

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We conceptually investigate opportunities for social entrepreneurs and non-profit organizations (NPOs) through an Austrian economics lens. To do so we provide an overview of (1) Austrian economics and its role in entrepreneurship, (2) certain institutional shortcomings, and (3) institutional signals and opportunities for social entrepreneurs as leaders of non-governmental organizations (NGOs). We posit that NGOs have the ability to address institutional shortcomings and address societal needs. As such, recognizing these opportunities allows inspired social entrepreneurs and their NGOs to fill certain societal needs.

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“…Finally, the net result will be an increase in innovation due to an increase of information. To summarize, the role of cyber commerce is to move up the resources of the ecosystems (finance, customers, employees) to a higher level, which in the process expands upon the options that an entrepreneur can utilize (Liguori et al 2019;Bendickson et al 2020;Lange et al 2021).…”

Section: Technology and Online Communitiesmentioning

confidence: 99%

Technological Innovation and the expansion of Entrepreneurship Ecosystems

et al. 2022

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To date much of the entrepreneurial ecosystems literature treated ecosystems as confined geographic locations with definitive boards. However, in the past decades, technological innovation and developments in social relationships (e.g., online platforms, social media, and the sharing economy) have extended and blurred the boundaries of entrepreneurial ecosystems. Thus, current research on entrepreneurial ecosystems often underestimates the reach and impacts of a given ecosystem. To remedy this, we advocate the use of a more holistic approach in modern entrepreneurial ecosystems frameworks which includes social relationships and technology, thus extending beyond geographical barriers. We discuss how technology has dissolved locational barriers and connected elements of ecosystems, how social relationships maximize advantages through greater resource access, and how the entrepreneurship ecosystem now exists on a plane that is both physical and cyber.

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How frugal innovation and inclusive business are linked to tackle low-income markets

Cited by 16 publications

References 47 publications

Marketing at the bottom of the pyramid: Literature review and future research agenda

Marketing at the bottom of the pyramid: Literature review and future research agenda

Social Entrepreneurship as a Mechanism to Correct Institutional Shortcomings

Technological Innovation and the expansion of Entrepreneurship Ecosystems

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